All PFN ARTICLES

The race to reinvent one of the world's oldest foods is accelerating, with US food innovator Crafty Counter launching its new WunderEggs™ Protein Scramble into Whole Foods Market stores nationwide. The ready-to-eat breakfast cup delivers an eye-catching 36g of plant-based protein and 14g of fibre using a proprietary blend of hemp hearts and fava beans, signalling how quickly the alternative egg category is evolving beyond simple substitutes into high-performance nutrition.

Plant-based egg innovator, Crafty Counter’s new Protein Buns are the kind of functional convenience foods consumers are absolutely primed for - soft, gluten-free, microwave-ready, and stuffed with a hemp-based “egg” scramble packing 40% more protein per gram than a real egg. In a protein-obsessed food economy, this is the kind of micro-innovation that creates its own demand curve.